I honestly don't think a company making 1.000.000.000$ a year will care about a few 15$ payments here and there. That makes no sense. What does make sense is the fact that a service like this can be used by cheaters/exploiters/bots/scammers/ninjas to avoid automatic security, by simply changing the appearance/name of a character, hence reducing the number of reports given that character back down below where the automatic security will react. Sure, you can still go to GMs and report people, but the GMs are not omnipresent, unlike the security system.

They'll probably put a number-of-times-per-month limit on this service just like they did the character transfer service (from one server to another), but that alone won't stop the reidiclous potential this has in terms of stealing other players property. I personally don't like this service at all, regardless of whether it's free or not. Players stealing everything a guild owns, which takes months to farm, and then migrating to another realm is already a big problem. Now they can just pop 15 bucks and change their character, stealing values of 1000$ or more in the process (yes, actual dollars).